Steady Hand at the Wheel: How Perceived Movement Influences Consumer Responses to Brand Failures
Why this work is in the frame
A frame that forgets how it found something cannot be audited. These are the routes that admitted this work.
Bibliographic record
Abstract
Paratextual communication methods, such as the use of emojis and other visual messaging cues, offer firms a unique opportunity to repair relationships with consumers after brand failures. The current research demonstrates that visual messaging cues associated with lower perceived movement lead to greater brand loyalty relative to more dynamic cues in response to brand failure. Across five studies, we show that lower perceived movement in visual messaging cues leads to more favorable consumer outcomes (e.g., subsequent real choice behavior and brand loyalty intentions). This effect is mediated by brand trust. Furthermore, we examine theoretically and practically relevant boundary conditions. The findings presented offer theoretical contributions to research on visual communication cues in brand recovery contexts. Additionally, the current research provides managerially relevant insights for communication strategies during recovery.
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Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.003 | 0.000 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.001 | 0.000 |
| Scholarly communication | 0.003 | 0.001 |
| Open science | 0.001 | 0.000 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.001 | 0.001 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from it